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TikTok Emerges as a Surprising Search Engine Choice for Gen Z

Adobe study reveals that TikTok is gaining traction as a search engine among younger generation
PUBLISHED JAN 17, 2024
Cover Image Source: The TikTok logo is displayed outside a TikTok office | Getty Images | Photo by Mario Tama
Cover Image Source: The TikTok logo is displayed outside a TikTok office | Getty Images | Photo by Mario Tama

In a digital landscape constantly shifting and evolving, TikTok has emerged as more than just a platform for entertainment and creativity. A recent study by Adobe reveals that TikTok is gaining traction as a search engine among consumers, especially among Generation Z, reshaping the way people seek information, discover recipes, explore music, and more. The study, which surveyed over 800 consumers and 250 business owners, highlights a significant shift in search behavior and marketing strategies, showcasing TikTok's increasing influence beyond its initial social media niche.

TikTok is looking to switch back to old school i.e the long videos that would interest the creators too!|Pexels
TikTok is looking to switch back to old school i.e the long videos that would interest the creators too!|Pexels

A notable finding from the study is that 40% of consumers are now using TikTok as a search engine. This trend is particularly pronounced among the younger demographic, with 64% of Gen Z and 49% of millennials turning to TikTok for their information needs. What was once a platform dominated by dance challenges and lip-syncing videos has now become a go-to source for a diverse range of topics, from cooking recipes to music, DIY ideas, fashion, and more.

Interestingly, nearly 10% of Gen Z users prefer TikTok over established search engines like Google when searching for information. This statistic underscores the platform's growing importance in the digital information landscape.

SHERMAN OAKS, CALIFORNIA - MAY 18: (L-R) TikTok influencers Ellery Sprayberry, Zoey Aune and Mikeila Jones perform during An Afternoon With TikTok's
(L-R) TikTok influencers Ellery Sprayberry, Zoey Aune, and Mikeila Jones in Sherman Oaks, California | Getty Images | Photo by Jon Kopaloff

TikTok's appeal as a search engine lies in its unique content delivery mechanism—short, informative videos that tell compelling stories. The platform excels at tailoring content to individual user preferences, with 40% of Gen Z users appreciating the personalized content experience. Even baby boomers, comprising 26% of the surveyed population, find themselves drawn to TikTok's story-style content.

Video tutorials are the preferred format for 62% of TikTok users, showcasing the effectiveness of the platform's visual and interactive nature. Reviews and personal anecdotes also hold sway, with 39% and 38% of users favoring these formats, respectively. The emphasis on real people sharing their experiences contributes to TikTok's image as a trustworthy source of knowledge and expertise.

Creating and sharing short videos TikTok, | Getty Images | Photo by Chesnot
Creating and sharing short videos TikTok, | Getty Images | Photo by Chesnot

Recognizing TikTok's rising influence, business owners are adapting their marketing strategies to leverage the platform. Over half of the surveyed business owners are now using TikTok to promote their companies, posting an average of nine times per month. Collaborating with TikTok influencers for sales and promotions has become a popular tactic, with 25% of small business owners actively engaging in influencer marketing.

On average, businesses are allocating 15% of their total marketing budget to create TikTok content. The focus is primarily on creative tangential content (43%), product reviews (36%), and instructional videos (35%). Despite challenges related to driving engagement and consistently creating compelling content, more than half of businesses (53%) plan to increase their investment in TikTok marketing.

As TikTok continues to reshape consumer search behavior, content creation strategies are likely to evolve alongside it. The platform demands ongoing experimentation, offering opportunities for businesses to connect with younger audiences and establish themselves as authoritative sources.

Staying nimble is crucial, given the dynamic nature of the TikTok landscape. However, the key takeaway for businesses and content creators is to prioritize the user experience. By delivering value through entertaining and informative videos, TikTok can become a powerful tool for building brand authority and connecting with a diverse and engaged audience. In a world where attention spans are fleeting, TikTok's ability to capture and retain user interest positions it as a force to be reckoned with in the digital marketing realm.

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